Professional Beauty GCC - December 2019

FOR YOUR BEAUTY, HAIR AND SPA BUSINESS

‫ﻟﻠﺠامل واﻟﺸﻌﺮ واﻟﺴﺒﺎ‬

TALKING TO… HAYSAM EID

ONE-TO-ONE WITH EIDEAL WHERE WE TALK EXTREME FITNESS AND 2020 PLANS

AWARD SPOTLIGHT WE ANNOUNCE THE 2020 AWARD FINALISTS December 2019 | professionalbeauty.ae

OFC PBGCC DEC19.indd 3

THE HEART OF THE INDUSTRY

WHAT TO EXPECT AT THE 2020 PROFESSIONAL BEAUTY GCC EXHIBITION ON 17-18 FEBRUARY

17/12/2019 17:49

PB DPS.indd 2

28/11/2019 12:41

PB DPS.indd 3

28/11/2019 12:41

INNOVATION & INSPIRATION Invest in a day for your business and career at the Middle East’s first beauty, hair and spa event of the year

Register for free tickets at www.professionalbeauty.ae

8071 PBGCC20 Master DPS.indd 2

17/12/2019 17:51

AT THE HEART OF THE INDUSTRY

@pro_beautygcc @pbgcc

8071 PBGCC20 Master DPS.indd 3

17/12/2019 17:52

CREATIVE COLOURS. FURTHER GEOMETRIES.

WWW.EIDEAL.COM @DAVINESARABIA

Untitled-61 1

ALCHEMIC CREATIVE CONDITIONERS, TO PLAY WITH VIVID AND PASTEL COLOURS, FORMULATED WITH DIRECT PIGMENTS AND 98% BIODEGRADABLE INGREDIENTS.

16/12/2019 16:21

Contents

5 It is that time of year again when we announce the exciting features, brands and show offers that we have in store for you at Professional Beauty GCC 2020 taking place at Festival Arena, Dubai on Monday 17 – Tuesday 18 February 2020 – turn to page 23 where we reveal all.

We are proud to be recognised, as the heart of the beauty, hair and spa community – and this is even more apparent in the overwhelming number of entries we had for the 3rd Professional Beauty GCC Awards taking place alongside the show next year. Over 500 properties, individuals and teams entered the awards and with feedback from both our local and international judges this year saying the results were super tight – we are excited to announce the shortlist on page 28 – congratulations to all our finalists and a huge thank you to everyone who has helped us get to where we are today!

The show, awards and all our monthly activations would not be where they are today if it wasn’t for the support of all our brands – especially our platinum sponsor EIDEAL – on page 30 we sit down with managing director, Haysam Eid to talk 2020 plans plus his extreme efforts when it comes to tackling the ultra marathon which he amazingly came 7th place in this year.

As we continue to bring you the latest trends and techniques through our magazine, exhibition live stages and online platforms make sure you follow our Instagram page @pro_beautygcc in the coming months as we have some very exciting news to be revealing to you as the exhibition looms! As always we welcome any feedback that you have – please pop us an email anytime to info@professionalbeauty.ae with your thoughts, and remember to save the date for the first beauty, hair and trade show of the year in February.

See you all there!

Emma Baron

Editor |

@pro_beautygcc

Published by and (C) 2019 Trade Exhibitions & Publishing FZ LCC. Registered at Dubai Media City.

321 Building #8, Dubai. UAE t: +971 (0) 4 375 66 53

Cover image: Schwarzkopf Professional @emmatheeditor @pro_beautygcc

@PBGCC

facebook/PBGCC

Sales executive: Maricel Macalino maricel@professionalbeauty.ae Circulation & subscriptions enquiries: register@professionalbeauty.ae

Trade Exhibitions & Publishing FZ LCC

t: +971 (0) 4 375 66 53

News editor: Emma Baron emma@professionalbeauty.ae

Emma Baron

Contributors: Maria Dowling, Chris Halpin

Andrew Green

Advertising: t: +971 (0)50 359 1157

Publisher:

Marketing Manager: emma@professionalbeauty.ae General Manager: andy@professionalbeauty.ae Mark Moloney

Design & production: Image Creative Design www.imagecreativedesign.co.uk Printing: Printmasters FZ LLC, Dubai UAE PO BOX 18828, Dubai www.printmastersdubai.com Controlled Distribution: Blue Truck www.bluetruck.ae The Publishers cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers.

Readers are advised to seek specialist advice before acting on information contained in this publication, which is provided for general use and may not be appropriate for the readers’ particular circumstances.

The publisher accepts no responsibility for any advertiser whose advertisement is published in Professional Beauty. Anyone dealing with advertisers must make their own enquiries.

professionalbeauty.ae

005-007 PBGCC DEC19 Contents.indd 5

17/12/2019 17:27

CERAMIC BRUSH Take hair-care to new heights!

Perfect for shape & curls, the Ceramic brush is made from professional Tourmaline which eliminates frizz, creating the healthy, smooth hair every woman desires.

www.eideal.com @eidealonline

Untitled-60 1

16/12/2019 16:17

Dec

Contents

7

Contents Regulars 9

News Openings, launches and the rest of the news from the world of beauty, hair and spa

19 Insider Our exclusive monthly stats for beauty salons, spas and hair salons 25 Ask the experts We talk waxing, client retention and dermaplaning 38 Marketing tips We explore the importance of word of mouth when it comes to being the best in business

Hairdressers Journal 43 Off collection Experiment with light to highlight dark and unusual tones

Features 34 World Spa & Wellness Agenda The full-two day programme for the 2020 spa convention is revealed 41 Maria Dowling Columnist Maria Dowling offers her top ten January must-do’s to help stay competitive in 2020

On the cover 23 Heart of the industry What to expect at the 2020 Professional Beauty GCC exhibition on 17-18 February 2020 28 Award spotlight We announce the 2020 award finalists 30 Talking to‌Haysam Eid One-to-one with Eideal where we talk extreme fitness and 2020 plans

professionalbeauty.ae

005-007 PBGCC DEC19 Contents.indd 7

17/12/2019 17:28

Untitled-8 1

01/10/2019 09:39

9 News

News Dubai named world’s leading business travel and MICE destination 2019 Dubai Tourism won two awards at the World Travel Awards last month which were held in Oman.

The emirate was given the award for ‘World’s Leading Business Destination 2019’ and ‘World’s leading MICE Destination 2019.’

Both award recognised that Dubai is the world leader when it comes to catering and hosting global travel and business events.

Dubai Tourism’s CEO, Issam Kazim comments: “Dubai continues to accelerate towards becoming a preferred global business and investment destination, hosting world class strategic conferences, meetings and incentive groups as well as offering business travellers a holistic and innovative environment

to connect and collaborate. The city’s most recent wins at the World Travel Awards 2019 are testament to the continued efforts in showcasing Dubai’s capabilities on the global stage, bringing to the forefront the

city’s focus on innovation, entrepreneurship and economic growth while maximising its potential through a continuously evolving business enablingecosystem.”

The 2020 shortlist for the 3rd Professional Beauty GCC Awards is revealed The 3rd Professional Beauty GCC Awards shortlist has been announced. With over 500 properties, individuals and teams amongst the shortlist for categories such as ‘Beauty Salon of the Year’; ‘Manager of the Year’; ‘Therapist of the Year’; ‘Team of the Year’ and

‘Marketing Campaign of the Year’ these awards aim to recognise the best of the best within the beauty, hair and spa sphere.

Andy Green, general manager of Professional Beauty GCC Comments: “We are very proud to reveal that the entries we received

this year were double on 2019 – revealing that these awards really are the ‘go-to’ if you want to be recognised for the work you do within our industry. The process isn’t easy, with entrants having to fill in very detailed reports about how they, or their business is performing.

We now have international and local judges working effortlessly on judging the final six of each category with the grand reveal happening in February 2020. I’d like to thank each and every one of you for making the Professional Beauty GCC Awards such a huge success.”

The winners will be crowned at a black-tie gala dinner held at Intercontinental, Festival Arena, Dubai on Monday 17th February. To view the full shortlist turn to page 28. professionalbeauty.ae

009-014 PBGCC DEC19 News.indd 9

17/12/2019 17:29

A luxury spa experience begins with BC Softwear The Langley Hotel & Spa, UK

ECO SAVVY SPA LINEN

Supreme Bathrobes on location, Turkey

The SupremeSoft collection of couch covers, massage towels and bathrobes can help reduce drying times by 70% in comparison with traditional towels.

REPUTATION FOR QUALITY Use our expertise and reliable supply of bathrobes, towels and slippers to enhance your business from top to toe.

South Lodge Hotel & Spa, UK

PURE SPA LINEN Discover the new 5-star collection of Pure Spa Linen for outstanding natural softness. A luxury spa experience begins with BC Softwear.

Bannatyne Spa Group, UK

UK & INTERNATIONAL enquiries@bcsoftwear.co.uk Sales: +44 (0) 845 210 4000

www.bcsoftwear.co.uk

The ultimate in luxury spa linen, robes and slippers for your hotel and spa

Classic Blue named Pantone’s Colour of the Year 2020 Global colour company Pantone has named 19-4052 Classic Blue its Colour of the Year 2020, chosen for its ability to “instil calm, confidence and connection” as we come to the end of a decade.

The rich navy is “a timeless and enduring hue elegant in its simplicity,” says the colour provider, “suggestive of the sky at dusk”. The colour is often associated with communication, introspection and clarity, which is particularly important in today’s fast-paced world and in light of technology’s accelerating developments.

“We’re living in a time that requires trust and faith. It is this kind of constancy and confidence that is expressed by Pantone 19-4052 – a solid and dependable blue hue we can always rely on,” said Leatrice Eiseman, executive director of The Pantone Color Institute.

“Imbued with a deep resonance, Classic Blue provides an anchoring foundation. A boundless blue evocative of the vast and infinite evening sky, [it] encourages us to look beyond the obvious to expand our thinking;

challenging us to think more deeply, increase our perspective and open the flow of communication.”

Classic Blue is a stark contrast to the colour provider’s chosen hue for 2019 – the muted terracotta hue Living Coral.

News

11

According to Pantone, Classic Blue is already being used in fashion, interior and graphic design, and textiles, and is expected to make a big impact in the make-up and nails sectors next year, with pro brands using the hue in new launches.

Natura Bissé recognised as world’s best spa brand for 2nd year Spanish skincare brand Natura Bissé has walked away as the world’s best spa brand for the 2nd year running at the World Spa Awards, which was held at the Armani Spa, Dubai, a global recognition that recognises excellence in the wellness sector.

Veronica Fisas, CEO of Natura Bissé Group comments: “Receiving this award for the 2nd year is an absolute honour for Nature Bissé as it validates the effort we make every day to offer products and

reason, we would like to extend this award to all of them, for helping us achieve this recognition for another year.”

This award continues to recognise Natura Bissé’s continued strive for excellence within the wellness industry. Since 2017, the company has been the first and experiences of the highest quality.

Our partners are fundamental in transmitting everything we do to our most savvy clients. For this

only “Official Skincare Brand” of Forbes Travel Guide, the only independent entity offering a global evaluation system for luxury hotels, restaurants and spas. professionalbeauty.ae

009-014 PBGCC DEC19 News.indd 11

17/12/2019 17:30

News

12

Men’s skincare products market to hit $10bn this year The men’s skincare products market is going to hit $10 billion by the end of 2019 and is forecasted to achieve double digit growth through to 2029, according to new research by analyst Future Market Insights (FMI).

Shaving creams, moisturisers, sunscreens, cleansers and face washes were the products that generated the most sales, the report found, and this surge in sales is believed to be because of the rise of indie brands and demand by male customers for more ranges. Meanwhile, reality show Love Island has also been credited with boosting the male grooming market this year.

In 2018, 37% of the world’s skincare products were launched in the UK and Europe holds significant shares in the men’s skincare products market thanks to the high concentration of beauty manufacturers in the region.

When it comes to future growth in the sector, the analyst believes there will be high demand for organic products, while those that target oily skin issues will still be a top revenue generator.

Items for sensitive skin issues is also hinted at as a rapidly emerging category to invest in, the report suggests.

“The clean beauty movement and microbiome skincare have

gained momentum in Europe owing to high product awareness among consumers,” the report said.

“These are observed as the latest trends in the skincare industry, which propel the European beauty and personal care market growth. These trends result in the region accounting for the highest revenue share in the market.”

Mandarin Oriental launches ‘Silent Night Wellness Experiences’ The Silent Night Experience launching at Mandarin Oriental Spas worldwide will be a night to disconnect. There will no talking and music within the spa, all communication will take place at the consultation before the

experience begins. The experience is an 80-minute Digital Wellness Escape where both the body and mind will be grounded through the power of human touch. The aim is to create a calming place where people can benefit from the

silence and absence of incessant digital noise, as experts in the industry say this is key to health and wellbeing.

Mandarin Oriental Hotel Group’s spa director, Jeremy McCarthy said: “A lot of the value of a spa experience comes from simply disconnecting from technology and experiencing time for yourself in silence. During this stressful time of the year, we want to create a space where people can press the pause button and have some time to think, meditate or just take a break from being inundated with noise.”

The Silent Night is set to take place in Mandarin Oriental Spa’s worldwide this month – as they once again turn the volume of the world down after 5pm.

professionalbeauty.ae

009-014 PBGCC DEC19 News.indd 12

17/12/2019 17:30

News

14

Private equity investor Advent acquires Olaplex Popular professional hair brand Olaplex has been acquired by Private Equity company – Advent, and is reported to be valued at £1 billion.

Tricia Glynn, managing director at Advent comments: “Olaplex has differentiated itself by offering superior products backed by patents. It is rare that we see brands of this size grow so rapidly.”

Olaplex co-founder Dean Christal also comments: “With Advent’s shared vision and deep experience in supporting

high-growth businesses, we look forward to enhancing our company’s strong customer

loyalty globally and across channels with our ambitious growth plan.”

Warner Bros’ the WB Abu Dhabi is set to open in 2021 The world’s first Warner Bros. branded hotel – The WB Abu Dhabi that is currently under development on Yas Island is set to open in 2021, Miral and Warner Bros have revealed.

According to officials, construction of the $112 million hotel is well underway and is now 40% complete The WB Abu Dhabi will feature more than 250 rooms over eight levels, with modern décor that celebrates Warner Bros.’ extensive

film and television library.

The property’s contemporary design will also include signature WB restaurants, a premier spa and fitness club, and a shaded rooftop pool.

The hotel comprises leisure amenities, including a childfriendly pool as well as indoor and outdoor Kid’s Club options.

The property also features a large ballroom, a range of high quality and adaptable meeting rooms, and a fully equipped fitness

centre and beauty parlour.

Pam Lifford,p of Warner Bros.

Global Brands and Experiences, commented; “Following the successful debut of Warner Bros.

World Abu Dhabi, we are thrilled to expand our presence in the region with the studio’s first-ever branded hotel. This new venture will pay tribute to Warner Bros.’ legacy of rich entertainment, offering fans a unique way to experience their favourite brands and characters.”

professionalbeauty.ae

009-014 PBGCC DEC19 News.indd 14

17/12/2019 17:31

BEAUTY & TRAINING CENTER

Untitled-41 1

21/11/2019 13:49

INDUSTRY NEWS FROM AROUND THE GLOBE New beauty salon for commuters opening in train stations and airports across the UK New beauty and hair salon concept Marie Claire Jet Style is opening in train stations and airports in 2020, offering speedy services for timepoor travellers.

The first multi-service salon, launched in partnership with hair and beauty experts Marie Claire, will open at London’s King’s Cross St Pancras station on February 14, 2020.

Marie Claire Jet Style will offer manicure, pedicure and blow dry treatments in 45 minutes to the 57 million travellers who pass through the station each year, with the coffee on-site provided by mega chain Starbucks.

Another salon is planned to open at Waterloo too – the station has an

impressive 113 million footfall – and the company is also in talks to launch at London Bridge, New Street and Victoria stations.

“There are 250 million customers who use the railway network every year, so it’s strange that there isn’t anywhere in these retail hubs for women who are walking past to utilise their downtime while waiting for the train. The multi-service salon was born from this need,” founder and entrepreneur Steph Stevenson told Professional Beauty.

Marie Claire Jet Style will also be opening in Heathrow – terminals two, three and five – in Q1 of 2020, as the

International News

17

brand looks to make its mark in airports too.

“49% of travellers who go through Heathrow airport are women and they have 178 minutes of nothing to do except browse duty free, which quite frankly, if you’re travelling a lot, you’re over,” added Stevenson.“I wondered why, when 75% of women work full time, there wasn’t an option to maximise this lost time.”

Jumeirah Group open first property in Italy

Jumeriah Group continues to grow their European portfolio by adding Capri Palace, Jumeirah, which is situatied in Anacapri

on the island of Capri, overlooking the Gulf of Naples.

The hotel which first opened in the 1960s, will undergo refurbishments reopening in Spring of 2020. The hotel features 68 guest rooms and was designed in the style of an 18th century Neapolitan palazzo.

The luxury hotels décor is Mediterranean inspired with blue, white and natural tones in every

room. Guests can enjoy two Michelinstarred restaurants Il Riccio and L’Olivo, cooking up Mediterranean cuisine while offering breathtaking views of the Blue Grotto. The hotel also boasts a world-class medical spa facility – Capri Beauty Farm, which offers “holistic spa experiences and combines the best western and eastern traditions with an emphasis on medical and scientific principles and methodologies”.

Kylie Cosmetics launches into travel retail with airport vending machines Kylie Cosmetics breaks the traditional mode of beauty sales within the travel retail landscape by introducing her products in vending machines.

The eye catching vending machines first debuted at the Las Vegas McCarran International Airport.

This announcement of the new retail channel comes after US beauty house Coty announced it acquired a 51% interest in the brand. This acquisition will see Coty help take Kylie Cosmetics global, while Kylie will remain at the

helm of the creative vision for the brand. Coty which already has a substantial footprint in the travel retail channel, has the resources and knowhow to get Kylie Cosmetics into the channel.

The method of using vending machines is an interesting alternative to the brands usual pop-ups that have had wild success across the US. The beauty and cosmetics market in travel retail is a booming market, with

big players Lancome, L’Oreal and Shishedo all seasoned veterans in this market, with this move we see the entry of Kylie Cosmetics vying for a piece of the pie. PB

professionalbeauty.ae

017 PBGCC DEC19 Int News.indd 17

17/12/2019 17:33

LUXURY BOTANIC AL PROTEIN HAIR CARE Within each of our products is a unique selection of natural minerals and botanical (plant) proteins designed to deliver hair that is soft, strong, and full of shine. www.asmaitskincare.com

19 Business Trends

Our exclusive monthly benchmarking stats for each sector of the market

Insider

beauty

On the spot Which lash extension issue do you struggle with most?

1. Getting the placement right 2. Taking too long to get the lashes on 3. The glue drying time

Next

With more pro brands having entered the lash market this year, the sector is booming. As such, more salons are offering lash extensions than ever before, but the classic, Russian and volume treatment techniques aren’t as easy to do as they seem. A quarter of techs (25%) still struggle with getting the placement right every time, while others say speed is a big issue, taking too long to get the extensions on.

Sensitive skin has also been in the spotlight as new treatments launch to help reduce the symptoms more effectively. However, it can be tough to treat these conditions as the severity varies person to person, with more than half of you (51%) finding eczema the most difficult skin issue to tackle. Meanwhile, three quarters said they would love to go into business with a friend, stating it to be the perfect partnership.

November 2019 in numbers HOW DID TREATMENT BUSINESS IN SEPTEMBER 2019 COMPARE WITH SEPTEMBER 2018?

72% 19% 9%

73

%

would go into business with a friend

Which sensitive skin condition do you find hardest to treat?

1. Eczema 2. Rosacea 3. Psoriasis

Take part in our Insider feature Want to have your say on the beauty industry? Take part in our Insider feature and you’ll be rewarded with a 100AED voucher to spend at the next Professional Beauty show you attend. Sign up at: professionalbeauty.ae

BETTER

SAME

WORSE

AVERAGE TREATMENT ROOM OCCUPANCY

44% HOW DID RETAIL BUSINESS IN SEPTEMBER 2019 COMPARE WITH SEPTEMBER 2018?

30% 19% 51% BETTER

WORSE

SAME

professionalbeauty.ae

019-020 PBGCC DEC19 Insider.indd 19

17/12/2019 17:34

Business Trends

20

Insider

spa

On the spot

Penneys

Making sure you get the best deals from suppliers has been a top priority, with many of you asking about exclusive services that you don’t currently get. At the top of your wish list is more specialist products and pricing for your spa (57%), followed by a refill service for skincare products to help boost your eco credentials (33%) and meet clients’ green demands.

Expanding your service offering is also a priority, with many of you looking to introduce a more extensive yoga menu for spa clients. Restorative yoga (29%) is what you’re immediately looking to add, with sunrise, vinyasa, ashtanga, yin and bikram also popular choices. Plus, with wellness gardens growing in popularity, nearly a third (29%) of you are thinking of transforming your outdoor space. Healing spaces for women in spas are also on the rise.

What do you wish you got from suppliers that you don’t currently?

1. More spa-exclusive products/pricing 2. Product refill service 3. More flexibility on which products/ services you take 4. Collaborative social media campaigns

November 2019 in numbers HOW DID TREATMENT BUSINESS IN SEPTEMBER 2019 COMPARE WITH SEPTEMBER 2018?

15% 43% 42% BETTER

29%

SAME

WORSE

AVERAGE TREATMENT ROOM OCCUPANCY

are looking to open a wellness garden in the future

42% Which type of yoga would you most like to add to your fitness menu?

1. Restorative 2. Sunrise 3. Bikram 4. Vinyasa

HOW DID RETAIL BUSINESS IN SEPTEMBER 2019 COMPARE WITH SEPTEMBER 2018?

31% BETTER

29%

40% WORSE

SAME

professionalbeauty.ae

019-020 PBGCC DEC19 Insider.indd 20

17/12/2019 17:35

SLAY HUMIDITY 2017

DREAM COAT Supernatural Sealant Dream Coat is the first long-lasting, anti-humidity sealant that stops colour-treated hair from turning into a “hot mess� in even the highest humidity.

Feather-light Dream Coat creates supernatural sleek, silky texture with blinding shine and no buildup.

BEFORE

Hair treated with Dream Coat repels moisture

For more information, contact Beauty Solutions: +971 4 374 6970 Follow us @colorwowhair for wow-to tips, techniques and usage tutorials

NuMe While customers can navigate through the city locations to ďŹ nd spots to treat themselves all spas and salons can launch their offers that reach the customers in real time to make sure the efďŹ ciency is very high.

SEARCH SELECT BOOK PAY

With Thousands of users and hundreds of service providers, NuMe is the best beauty directory in UAE Sara Ahmed

You have a salon or spa, Please contact us now and we will sign you up +971567517777 contact@getnume.com

Untitled-59 1

16/12/2019 16:00

At the

Heart of the

INDUSTRY

Taking place for the 6th year, Professional Beauty GCC returns to Dubai on 17-18 February 2020 at Festival Arena, Dubai. We reveal what is in store for what is going to be the best PB yet…

T

The heart of the industry will unite at Festival Arena for the 6th year at Professional Beauty GCC, bringing together the biggest beauty and spa brands in the Middle East along with the top salons, spas and industry professionals in the region. The exhibition will showcase the newest treatments and techniques from hundreds of leading brands, many of who will use the exhibition as a platform to launch their latest innovations to the market, making it the perfect place to discover what will be shaping the industry in 2020.

Over the two days there will also be a focus on free education, giving visitors the opportunity to hear from leading experts in everything from business skills to the latest hair trends, make up techniques and nail art across two live stages. Local salon teams will also be battling out their latest techniques on stage for all to watch and learn – all of which is free to attend!

For visitors looking to discuss industry challenges and hear from experts about how to run a successful business with like-minded professionals from across the Middle East, there are many opportunities including our Beauty Conference programme which includes keynote speakers such as David Barnett, Nergish Wadia-Austin and cutting legend, Ben Brown, plus our World Spa & Wellness Convention attracting 350 spa delegates worldwide will reveal insight into how to take your spa business to the next level plus management skills for those who are more junior within the industry.

New features taking place at the show include a Nail & Make Up Championship, driven by leading industry

Professional Beauty GCC Exhibition 2020

23

experts Galina Spierling and Kamilla Nurpeiis, which will see entrants battle it out live on the show floor to be crowned a 2020 competition winner – for more information on booking on to the competition please call +971 (0) 4 375 7300 as places are limited.

With the 3rd Professional Beauty GCC Awards taking place on the first night of the show, we will be showcasing all our amazing finalists work in an art gallery within the show floor – here you can take your time looking at the top six for each category and learn how you can enter and shine at our 2021 awards.

For more information on the brands exhibiting, show offers exclusive to all visitors plus the live stage and conference programmes please visit www.professionalbeauty.ae

KEY INFORMATION: Date: Monday 17 – Tuesday 18 February 2020 Opening Times: 10-6pm Venue: Festival Arena, Festival City, Dubai Parking: Free of charge on site Closest Metro: Al Jaddaf Closest Hotels: Holiday Inn, Crowne Plaza, Intercontinental – all Festival Arena Travel Arrangements: Free shuttle buses will be departing Al Jaddaf Metro Station and he Intercontinetal Hotel, Festival Arena – every 30 minutes Ticket information: www.professionalbeauty.ae With thanks to our Platinum Show Sponsor:

Tickets are free for any industry professionals who register in advance – please visit www.professionalbeauty.ae to avoid paying the 100AED entry fee if you register on site

professionalbeauty.ae

023 PBGCC DEC19 PBshow.indd 23

17/12/2019 17:35

Untitled-57 1

16/12/2019 15:33

Business Tips

25

ask

the EXPERTS

Our beauty experts answer an array of questions about every aspect of running a successful salon or spa business

How can I help my new therapists overcome the most common waxing problems?

Here are my solutions to four of the most common waxing problems that I see students and new waxers struggling with: 1. Wax where you don’t want it: Accidental drips and dribbles on the body can be banished easily with a splash of oil. Apply generously, then either wipe with a clean paper strip or twist the hair between your fingers to loosen the wax. Repeat until all stickiness has disappeared.

2. Wax left on the skin when the paper strip is removed: This usually happens because the wax has gone cold – either the client’s skin is too cool or the wax has been applied too thickly. To solve the problem, apply strip wax in thin, single layers to avoid build-up and work in smaller sections if this keeps happening. If the problem is due to dry skin, massage a few drops of oil into the area before applying your wax to act as a lipid barrier.

Always ensure the skin is held taut during application and removal, especially on areas with folds such as the upper thighs, bikini line and underarms. Don’t be afraid to ask your client to help with stretching where necessary. Don’t “dab” to remove waxy residue as this is uncomfortable for clients. Lay a fresh paper strip over the top at a slightly different angle, rub briskly and remove in a single swift motion.

As a last resort, use oil to dissolve any sticky bits, re-cleanse and start again.

3. Peelable wax won’t set: If your hot wax is taking too long to set on warmer parts of the body or in humid weather, simply dampen a cotton pad with cold water and wipe over any gummy patches to cool and harden it instantly.

4. Short, stubborn hairs: Clients should wait at least three weeks after shaving or using hair removal creams, and four weeks after their last wax, to get best results.

To remove multiple stubborn hairs, use firm pressure, apply a layer of peelable wax against the direction of hair growth and allow to dry. Stretching the skin taut, lift and remove wax with the direction of growth in several slow, tiny wiggles, re-bracing the skin at every step of the way to stop shorter hairs popping out of the wax.

“Wax Daddy” Andy Rouillard is owner of Axiom Bodyworks men’s salon in Basingstoke.

DO YOU HAVE ANY QUESTIONS TO PUT TO OUR EXPERTS? Send your question about absolutely anything to do with running a beauty business to emma@professionalbeauty.ae

professionalbeauty.ae

025-026 PBGCC DEC19 Ask the Experts.indd 25

17/12/2019 17:36

26 Business Tips

How can I increase my prices without losing any clients?

I’m interested in offering dermaplaning.

What’s the science behind it?

Dermaplaning is a highly effective, physical exfoliation procedure that uses a sterile, surgical scalpel to remove the non-living skin cells that comprise the stratum corneum, the outermost layer of the epidermis.

It differs from popular superficial exfoliation techniques such as chemical peels and microdermabrasion in that it uses no chemicals, crystals or suction. Dermaplaning also removes vellus hair; the fine, downy peach fuzz which harbours oil and dirt, causing the skin to look dull. Dermaplaning brightens the complexion, reduces congestion and allows for deeper penetration of skincare products. Vellus-free skin also facilitates smoother make-up application.

It can be performed monthly, in line with the cellular renewal process of a healthy skin. As we age, this process slows down and regular dermaplaning treatment can help to speed it up. However, Dermaplaning is not recommended for acneic or oily skins as the vellus hair serves to allow excess sebum to exit the follicle.

An important factor to consider in dermaplaning is that although the stratum corneum is essentially non-living, it does perform a vital protective function. It acts as the first line of defence against the external environment, protecting the body from bacteria, UV and free radicals. It also binds in natural moisture, preventing it from escaping and keeping skin hydrated.

It is therefore crucial to keep skin well balanced, nurturing it post-treatment to prevent transepidermal water loss, sensitivity or other barrier function issues. Clients should avoid exfoliants, harsh products and potential irritants such as soaps or Jacqueline Naeini is clinical director of Cliniva Medispa wipes, and use products and Cliniva Cosmetic Training, designed for strengthening the which offers dermaplaning skin barrier. SPF application is courses. essential.

When it comes to increasing prices, the most common thing I notice among salon owners is the fear factor. They often think, “If I put my prices up, clients are going to run for the hills”. However, your customers are coming to you because they see value in what you offer. A small price hike shouldn’t really have that great of an impact.

In general, suppliers are putting prices up, quite significantly in some cases, and staff wages are going up too, so to not put your prices up is detrimental to your business. You’ve got to generate enough money to upskill your team and you’ve got to have the cash to be able to invest in your business. In most cases, clients understand that a price increase is inevitable. Generally, your prices should increase at least once a year.

The biggest mistake I see is salon owners following the pricing structure of competitors. Every business has different overheads, so this method just doesn’t work. You need to look at your own bottom line instead.

It’s important to explain the price hike with confidence when communicating with clients, rather than in an apologetic manner, which makes clients react negatively. If they can see all the great things you are doing, and that your focus is investing in the business, they are much more likely to react positively.

Susan Routledge is a business consultant and owner of Finishing Touches salon in County Durham.

DO YOU HAVE ANY QUESTIONS TO PUT TO OUR EXPERTS? Send your question about absolutely anything to do with running a beauty business to emma@professionalbeauty.ae

professionalbeauty.ae

025-026 PBGCC DEC19 Ask the Experts.indd 26

17/12/2019 17:37

Professional Beauty Awards

28

GCC AWARDS SHORT LIST 2020

We are very proud to announce that over 500 properties, individuals and teams entered the 2020 awards this year – and as result our entries again tripled. Our international and local judges would like to congratulate all who entered, and expressed that the judging process this year was very tight.

Good luck to all finalists!

Our 2020 shortlisted entrants are: Barbershop of the Year 1847 Spring Souq, Dubai 1847 City Walk, Dubai Bristles & Mane, Jumeirah 3, Dubai Cabella Lounge, Jumeirah Park Pavillion, Dubai The Loft Fifth Avenue Gents Grooming, Motor City, Dubai Profile Aveda, Harvey Nichols, MOE, Dubai Beauty Salon of the Year Sponsored by: Hanan Dashti Cosmetics Bianco Spa, Silicon Oasis, Dubai NBar, City Walk, Dubai Newlook Salon, Al Quoz, Dubai The Nail Spa, Mall of Emirates, Dubai The Nail Spa, Eastern Mangroves,Abu Dhabi Queens Beauty Lounge, Dubai Marina, Dubai Bridal Stylist of the Year Ana Najdova, Sisters Beauty Lounge, Dubai Angelina Stengler, Pastels Salon, Dubai

Jamilla Paul, Sisters Beauty Lounge, Dubai Rosario Sahagun, Be Bar Blow Dry Bar, Dubai Sajja Limbu, Be Bar Blow Dry Bar, Dubai Vanessa Klein, Marquee, Dubai Marina, Dubai Business Director of the Year Sponsored by: EIDEAL Anthony Walsh, Mane Hair & Beauty Salon, Dubai Helen Deiki, Spirals Beauty Salon, Dubai Luke Bingham, Chill Salon, Dubai Mette Haxthausen, Sisters Beauty Lounge, Dubai Ruksher Malik, Pastels Salon, Dubai Tara Rose Kidd, Tara Rose Salons, Abu Dhabi City Hotel Spa of the Year Baraka Holistic Wellness Centre, Kuwait Conrad, Sheikh Zayed Road, Dubai Four Seasons, DIFC, Dubai Steigenberger Hotel, Business Bay, Dubai Six Senses Spa, Renaissance Hotel, Business Bay Dubai

Colourist of the Year Sponsored by: Goldwell Annabel Barns, Trevor Sorbie, Dubai Catherine Hawkes, Tips & Toes Mira, Dubai Kelsey McBrearty, Mane Salon, Dubai Natalie Kasses, Pastels, Dubai Mariya Sorokina, The Salon @ Rixos, JBR, Dubai Rachel Dawson, Tara Rose Salon, Dubai Day Spa of the Year: Sponsored by: Luxuria Group Afrina Beauty Club, Al Barsha, Dubai Belle Femme Beauty Boutique & Spa, Dubai Daloukspa, Sharjah Ladies Club Heart & Soul Spa, Al Barari, Dubai SensAsia Urban Spa, Emirates Golf Club, Dubai SensAsia Urban Spa, The Village, Dubai Hair & Beauty Salon of the Year Sponsored by: Kevin.Murphy Aldo Coppola, Abu Dhabi Aveda Flagship Salon, Galleria Mall, Dubai

professionalbeauty.ae

028-029 PBGCC DEC19 awards.indd 28

17/12/2019 17:39

Be Bar Blow Dry Bar, Dubai Locks by LouLou, Al Wasl, Dubai Sisters Beauty Lounge, Dubai Mall, Dubai Pastels Salon, Dubai Hair Salon of the Year Sponsored by: EIDEAL Mariadowling Salon, Dubai Marquee, Arabian Ranches, Dubai Rossano Ferretti Hair Spa, Jumeirah, Dubai Slam Salon, Dubai Tara Rose, Al Bateen, Abu Dhabi THT – That Hair Tho, JLT, Dubai Make Up Artist of the Year Sponsored by: Provoc Anna Shevchenko Ellaine Fatima Khrystyna Dmytruk Morag Steyn Rafael Castro de Mesquita Yekaterina Gimaetdinova Manager of the Year Carly Louise Williams, Spirals Salon, Dubai Carolyn Collins, Roots Salon, Qatar Debra Milne, Locks by LouLou, Al Wasl, Dubai Natthida Klangmontri, Sofitel The Palm Dubai Rowena Ortega, Steigenberger, Business Bay, Dubai Rachel Dawson, Tara Rose, Abu Dhabi Marketing Campaign of the Year 1847, UAE House of Enspa, The Nail Spa & Marquee September Campaign, Dubai NBar, UAE SensAsia Urban Spa, Dubai The Westin Resort & Spa, Abu Dhabi THT - That Hair Tho, JLT, Dubai

Mens Hairdresser of the Year Ali Zein Abdin Moussa, The Loft Fifth Avenue, Dubai Carmelo Cannata, Y-12 Salon, Dubai Deya Aldeen Mohammed Suleiman, 1847, Dubai Jessan Elegio, Chaps & Co, Dubai Natalie Kasses, Pastels, Dubai Nidal Malaeb, The Grooming Company, Dubai Nail Professional of the Year Analyn Tanajura, The Nail Spa, Dubai Angelica Ong, The Nail Spa, Dubai Arlyn Wenes, Locks by LouLou, Dubai Louie N Estrada, Locks by LouLou, Dubai Maritess Rosario, Sisters Beauty Lounge, Dubai Nguyen Thi Kim Tho, Sisters Beauty Lounge, Dubai Resort Spa of the Year Sponsored by: Gharieni Anantara Spa, Anantara The Palm, Dubai Sofitel Spa, Sofitel The Palm, Dubai The Pearl Spa, Four Seasons Resort, Jumeirah Beach, Dubai Waldorf Astoria Spa, Waldorf Astoria The Palm, Dubai Willow Stream Spa, Fairmont the Palm, Dubai Qua Spa, Caesars Bluewaters, Dubai Salon Stylist of the Year Sponsored by: Schwarzkopf Georgie Langhans-Shombe, Pastels Salon, Dubai Jamilla Paul, Sisters Beauty Lounge, Dubai Jayde Hutton, Roots Hair & Beauty, Qatar

Jennifer Anne Davies, Rossano Ferretti, Dubai Hanan El Moussawi, JetSet, Dubai Sophia Ghaizi, Marquee, Dubai Spa Leader of the Year Sponsored by: Lemi Aigerim Aitmambetova, Six Senses Spa, Symphony Hotel, Kuwait Bharti Lama, Zayna Spa Grand Millennium, Al Wahda, Dubai Carolina Moquist, Waldorf Astoria, The Palm, Dubai Rena Ovciheva, The Westin Resort & Spa, Abu Dhabi Vandana Hirwani, House of Enspa, Dubai

Professional Beauty Awards

29

Team of the Year Sponsored by: Asmait Skincare Mane Hair & Beauty, JLT, Dubai Mariadowling Salon, Dubai Tara Rose Salon, Khalifa City A, Dubai Locks by LouLou, JLT, Dubai The Spa, Five Palm Jumeirah, Dubai Ted Morgan, Motor City, Dubai Therapist of the Year Sponsored by: Senteales Lauren Phillipart, The Nail Spa, Dubai Megan Shannon, Locks by LouLou, Dubai Marina Narciso Dispo, Sisters Beauty Lounge, Dubai Maricel Contreras, The Spa, Five Palm Jumeirah, Dubai Wendy Obhiambo, Waldorf Astoria, The Palm, Dubai Wilfred S. Suarez, Willow Stream Spa, Fairmont the Palm, Dubai Good luck to all finalists the winners will be announced on February 17th at a black-tie gala dinner held at the Intercontinental, Festival Arena.

With thanks to our platinum sponsor:

professionalbeauty.ae

028-029 PBGCC DEC19 awards.indd 29

17/12/2019 17:39

Interview

30

Talking to...

Haysam Eid An all-round high performer not only within our industry, but also on the running track, Haysam Eid founder of EIDEAL talks us through his latest experiences competing in the Ultra Marathon and why this drives him to be a pioneer within the salon business We are very pleased to announce that you are our Platinum Sponsor for the 2nd year running. Why is it so important for you to support a community like this?

At EIDEAL we aim to be highly innovative and because of our progressive philosophy, I decided I would make it my mission to support the hairdressing community in every way possible.

We want to support Professional Beauty as it has a mission aligned very much with our own; that is a continuous

business leadership consultant Susie Santiago, we launched the program as a first of its kind in the UAE in May 2016, with the sole aim of giving back to the Hairdressing industry and also to create a community that in the UAE, we unfortunately used to lack.

effort to stand by both hair stylists and salon managers as well as elevate the value and skill set of this industry.

We have undertaken other activities to demonstrate and fulfil this aim, namely bringing to life the EIDEAL-Santi Business Leadership Programme. By teaming up with the acclaimed

like Professional Beauty is key for professionals?

I believe it adds a lot of value to our industry as it connects like-minded people who share same values, passion and professionalism for the industry. >

Why do you think attending an industry event

professionalbeauty.ae

030-033 PBGCC DEC19 Haysam Interview.indd 30

17/12/2019 17:40

Interview

31

The Professional Beauty awards are very important as they have elevated the level of the industry, whilst the show brings people together around the table, allowing industry professionals to share their successes and challenges, which ultimately means that people can move their businesses in an upward trajectory.

As a brand, it connects us with clients, allowing us to showcase and share with them our latest products and innovations and assure them of our presence as a leader within the industry.

What are your plans for the 2020 exhibition and awards this year?

We will of course be sharing the latest product launches from EIDEAL and the brands that fall within our portfolio.

We will also proudly support the Awards journey starting from the judging process and culminating in the announcement of the winners, as we are keen to grow the community and be part of its development.

We also have some exciting news, which will be announced closer to the event!

We were closely following your amazing achievement of running the Ultra Marathon this year – congratulations! Why UltraMarathons? Was this your first Ultra-Marathon?

This was my first ultramarathon. I never actually thought that I enjoyed running until I joined InnerFight; the CrossFit box where I train. Eleven months ago, I ran my first marathon with Marcus

Smith, the founder of InnerFight - he’s a living legend who ran 30 marathons in 30 days and 207km in 24 hours over 400M Track !

It’s been on my mind for a few years now because I wanted to challenge myself and get out of my comfort zone. I’m someone who appreciates luxury and living in Dubai, you get so used to a certain standard of living so to put myself in the middle of the desert without any comforts was going to be a real challenge and this was further capped by having to run 250km.

A few of my teammates signed up for Ultra X Jordan, so I thought that this was the perfect opportunity for me to challenge myself – physically, mentally and emotionally. >

professionalbeauty.ae

030-033 PBGCC DEC19 Haysam Interview.indd 31

17/12/2019 17:40

THE ULTIMATE IN STYLING VERSATILITY www.eideal.com

Untitled-22 1

03/09/2019 14:21

Interview

33

How was your experience during the ultra?

I loved everything about it! I was happy to step out of my comfort zone. I realized that things don’t have to be perfect all the time and that I just needed to adapt, which I did better than I expected. I loved the fact that I was fully disconnected from the outside world, it gave me some time to distress. I enjoyed the race itself and the fact that my mind was in control, which was a real eye-opener for me. The body was just a tool, my mind was actually the one that was racing.

What motivated you throughout the journey?

Those who know me would know that I’m a competitive person by nature and sometimes a sore loser. I wanted to finish the race with my mind at ease that I had pushed myself to the limits so I would not have any regrets. I trained hard for it for the past few months and the race was the time to test myself.

Thanks to Alia, my wife who’s my number one supporter, my family and friends I was motivated during the training and they also cheered me on during the race. However, what motivated me the most was knowing that by finishing this race I’ll encourage people to donate to support the needy children looked after by JustWorld. I could imagine thousands of children’s faces cheering for me at the finish line and it was this mental image that pushed me forward.

How did you feel when you finished?

I didn’t realize the achievement at first.

Finishing 7th on my first ultramarathon sank in only a few days later.

While I was still at the race, all I could feel was my body aching #happydays :) Finishing 7th has actually meant that I qualify for the Ultra X World Championship!

What message would you like to share with others about your experience running the Ultra-marathon for JustWorld?

Running an ultramarathon is a lot like life - there are ups and downs. There will be many times during the run where you will want to give up and quit and there will also be times when you’re feeling on top of the world. Remember, it’s a long race so a setback doesn’t mean that you can’t get to the finish line. A message that I would like to share with the children in need around the world is that they’re running their own Ultra and the only way to win is to keep fighting, pushing and moving forward. Always remember that there is light at the end of the tunnel.

Clearly your drive in competing in such an event reflects your drive to take your business forward.

What are your visions for EIDEAL in 2020?

In 2020, we’re aiming to take the initiative in leading a Sustainable ethos amongst the Hairdressing industry and we would like to invite our Salon Partners to be part of it. We want to give back and make a difference while we can. This is in tune with my personal belief, which is the reason I ran for JustWorld PB

EIDEAL will be exhibiting on Stand B6 at Professional Beauty GCC 2020 taking place on February 17 & 18 at Festival Arena. For more information on EIDEAL visit www.eideal.com

professionalbeauty.ae

030-033 PBGCC DEC19 Haysam Interview.indd 33

17/12/2019 17:41

World Spa & Wellness GCC Programme 2020

34

World Spa

& Wellness GCC PROGRAMME 2020

Taking place alongside Professional Beauty GCC 2020 on February 17 & 18 at Festival Arena, Dubai is the World Spa & Wellness Convention, which attracts 350 spa and hotel professionals from around the world.

This year, the programme is split into two streams designed to give delegates even more opportunities to choose the key information they need to grow their spa & wellness business.

What is the difference between Stream A and Stream B? Stream A is aimed at lead therapists, junior spa managers and spa managers Stream B is aimed at spa directors, executives and general managers with more advanced content and learning

Cost: 1 day delegate pass – 510 AED + VAT 2 day delegate pass – 850 AED + VAT Want to purchase +3 or more tickets? Please contact info@professionalbeauty.ae Visit www.professionalbeauty.ae/worldspawellness to book your pass

professionalbeauty.ae

034-036 PBGCC December19 WSW Agenda.indd 34

17/12/2019 17:42

DAY 1 MONDAY 17 FEBRUARY 2020 8:45AM

REGISTRATION STREAM B - STRATEGIES TO TAKE YOUR BUSINESS TO THE NEXT LEVEL

STREAM A - MANAGING A SUCCESSFUL SPA 9:15AM

SITUATION ROOMS FIRST 100 DAYS OF TURN-AROUND (DAY/INDEPENTENT SPA)

SITUATUION ROOMS - FIRST 100 DAYS OF A TURNAROUND (HOTEL/RESORT SPA) • Christelle Besnier, Senior Spa Director (UAE) at the Four Seasons Hotels • Roberta Lindow, Director of Spa and Fitness at Nikki Beach Resort and Spa Dubai

10:15AM

• Salina Handa, founder, SensAsia Spa • Valerie Boyd, WTS International

INTRODUCTION & WELCOME

10:20AM Keynote panel from Platinum Sponsors LPG

How to Improve Revenue, Performance and Profitability • Mladenka Nastovski, Movenpick, Bur Dubai • Stavroula Kardasi, Paramount Hotel • Carolina Moquist, Waldorf Astoria • Marko Andric, Rosewood Abu Dhabi 11:10AM

KEY NOTE SPEAKER 1 : TBC

11:45AM

BREAK

12:10PM

How to turn your space into a profitable retail space • Leila Sanii, Managing Director, 1847 & NBar • Hayley Feiner, Regional Director, Spa Operations and Development, GOCO Hospitality (MENA) • Rosalin LAU, Spa and Wellness Director at Six Senses Spa, Dubai

Design & innovation to improve the guest experience • Host: Kathryn Moore, Founder of Spa Connectors • Mohammed Ibrahim, CEO, The Wellness, UAE • Femke Speelman, CEO Phemke Retail

12:45PM

LUNCH & NETWORKING

15:10PM

LEADERSHIP KEYNOTE 2 : TANYA CHERNOVA

15:50PM

World Spa & Wellness GCC Programme 2020

35

Digital Marketing - Key Do's & Dont's for your business • Host: Brooke Vulinovich, CEO Villa Mgt • Milli Midwood, Harpers Bazaar Arabia • Mary Pratt, The Caviar Spoon • Dr Sara Al Madani, Director, Social Fish

How to build wellness experiences in a spa environment • Vyara Tosheva, Consultant • Julanda Marais, Regional Spa Director Jumeirah Dubai • Christelle Besnier, Senior Spa Director (UAE) at the Four Seasons Hotel

16:40PM

What I wish I knew then • Host: Mark Moloney • Jose Silva, CEO Jumeirah • Kent Richards, Six Senses • Aldina Duarte Ramos, Accor

17:15PM

CLOSE

19:30PM

AWARDS DINNER

professionalbeauty.ae

034-036 PBGCC December19 WSW Agenda.indd 35

17/12/2019 17:43

World Spa & Wellness GCC Programme 2020

36 DAY 2 TUESDAY 18 FEBRUARY 2020 8:45AM

9:15AM

10:15AM

REGISTRATION STREAM A - MANAGING A SUCCESSFUL SPA

STREAM B - STRATEGIES TO TAKE YOUR BUSINESS TO THE NEXT LEVEL

SITUATION ROOMS - SUCESSFULLY PREPARE A PRE-OPENING HOTEL/RESORT SPA

SITUATION ROOMS - SUCESSFULLY PREPARE A PRE-OPENING DAY/INDEPENDENT SPA

• Ira Malik, Group Director of Spa MINOR, GCC • Rosalin Lau, Spa and Wellness Director at Six Senses Dubai

• Christian Kiefer, Managing Director, Dreamworks • Rana El Eid, Chief Wellness Officer, Hello Kitty Spas

Recruitment & Retention: What are the best incentive strategies for therapists • Host: Daniella Ruseel, DR Global • Lauren Henry, Spa Recruit ME • Afrah Hamdy, Zabeel Zaray • Ellen Dubois de Bellay, Chief Human Resources Officer, Jumeriah

Movement and Fitness as a part of your spa offering • Daniel NASR, CEO Impact Fitness International S.A.L, Planet Fitness MED LTD • Sara Codner, Director of Spa & Wellness at Mandarin Oriental Hotel Groups

11:00AM

KEYNOTE 3: VANESSA MAIN

11:30AM

BREAK

11.50PM

Finance: The Investor View • Host: Kathryn Moore, Founder of Spa Connectors • Simon Hobart, Founder & CEO, Socius Group, UAE • Andreea Danila Dash, Founder, Millenial Capita

12:45PM

LUNCH & NETWORKING KEYNOTE 4: TBC

KEYNOTE 4: BAPTIST DE PAPE

Diversifying your offering: How to get one up on your competitors • Kamal Khalil, Spa Director, Phoenicia (Beirut) • Ira Malik, Group Director Spa (EMEA) at Minor Hotels

Disruption & Technology: Engage in change • Host: Adrian Azodi, Scedul/Fresha • Abed Agha, CEO Vinelab • Haifa Addas, CEO Instaglam • Jalil Mekouar, CEO InHovate

14:45PM 15:20PM

Sustainability: What your spa can implement today • Kerensa Langitan, Group Spa & Wellness Director, Global LUX Collective Mauritius • Kent Richards, Six Senses

16:00PM

17:00PM

Business Take-Aways: A 'nugget' from our chairs • Host: Mark Maloney, Director of Professional Beauty CLOSE

professionalbeauty.ae

034-036 PBGCC December19 WSW Agenda.indd 36

17/12/2019 17:43

Social Surgery

38

THE NEW

word mouth of

As surveys show customers trust online reviews almost as much as personal recommendations, PB’s social media editor Chris Halpin gives tips on improving your online rating

W

e’re always likely to value a word of mouth

of view. A business that proudly shows off lots of high-

recommendation from friends or family, but

ranked reviews online is much more likely to get their

in our increasingly digital society, the impact

attention than one with too few, or that’s hiding them

of online reviews is also on the rise. A 2018

survey by SEO specialist BrightLocal revealed

away. Making it easy for potential customers to feel confident in your business is a quick and easy win.

that 86% of customers now read online reviews

for local businesses and 78% trust these as

Online reviews: dos and don’ts

much as personal recommendations. It’s an

Obviously, if you’re not already asking your customers

impressive statistic, particularly given there’s now more

to leave you reviews online then you should start doing

awareness of “bots” and “fake” reviews skewing numbers.

so. But if you are – and you’re not getting results – then consider which of your customers you’re asking to do this.

Knowing your search results

86% of all customers say they would consider leaving a

With so many customers looking online for reviews before

review, but the demographics of those who actually do

they visit a business, you need to be aware of what they’re

leave them are very different. 80% of 18-34-year-olds say

seeing when they search for your company. In fact, many

they have left a review for a business – while only 41% of

salons and spas have remarkably similar results. Typically,

those aged 55-plus have done so. Regularly encouraging

you’ll find a couple of links through to your website,

younger age groups to leave reviews, therefore, may be

followed by social media profiles – usually, Facebook and

more rewarding than older ones.

Instagram. If you’ve set your company up on the Google

One thing you must never do is harass your customers

My Business feature, then customers should see more

in to leaving reviews – a comment that reads “I was

information on your salon at the side of the screen.

asked to leave this” won’t entice many new customers.

In these search results, Facebook and Google make

Similarly, be careful about “bribing” people in to

your reviews (both the number and the average star

leaving reviews with perks or competitions. Facebook’s

rating) very visible. In addition, Google will often show

Community Standards strictly rule out encouraging

snippets of comments from your reviewers – giving an

content “under false pretences”. If your customers flood

instant recommendation for your business.

your page with reviews that suggest you’ve pushed them

It’s because these features are so visible that they are

there for their own gain, they could be flagged and harm

so important, and why you should be taking advantage

your page. They’re also unlikely to be thoughtful reviews,

of them to the fullest. Think of it from a consumer’s point

and therefore would be no real benefit to your business. PB

professionalbeauty.ae

038 PBGCC DEC19 New Word of Mouth.indd 38

17/12/2019 17:44

W O N D E R F U L C O L O R S I N

G E R M A N Y

N A I L : C O D E | U N I T E D A R A B E M I R AT E S | A L WA S L B U I L D I N G | M E Z Z A N I N E F L O O R | M 5 | S H E I K H Z AY E D R O A D | 4 1 4 7 1 6 D U B A I

M A D E

BEST QUALITY MADE IN GERMANY C O N T I N U O U S LY I M P R O V E D P R O D U C T S LARGEST RANGE OF COLORS TRAINING AND SUPPORT OFFERED THROUGHOUT TO ALL OUR CUSTOMERS SHOP NOW ON NAILCODE.AE

NailCode_Emirates_A4_AZ.indd 1

19.09.19 17:24

PHYTO-AROMATHERAPY SKINCARE

EXCLUSIVE DISTRIBUTOR IN THE GCC WELLNESS UNITED INC. www.wellnessunited.com +971 4 451 6218 Untitled-16 1

02/09/2019 16:30

What’s

Marketing

41

on your

NEW YEAR CHECKLIST

MARIA DOWLING offers her top ten January must-do’s to help stay competitive throughout the year For most salons, January is a relatively quiet month.

Clients are up to date with their colour thanks to the party season and most are stretching out their root touch ups until January pay-day.

January is a great time to take stock of the business by revisiting the finer details that make your salon such a success and help you remain competitive throughout the year. In the current economy, even the smaller things can help set you apart from other salons so it is increasingly important to give them some time and attention.

To give you an idea of what’s on my checklist, here are the top ten items I will be reviewing and revisiting in the salon come January.

Stock levels I avoid surplus stock and clear out any out of date items that simply haven’t moved. January is a good time to look at what has been ‘hot and not’ throughout the year and re-evaluate the items in demand and those that clients just aren’t buying. I use the 30 day rule for most of my stock. If you have 30 days credit, then you should aim to sell the product within 30 days.

Retail shelves We have recently had a re-organisation of our retail shelves. They were becoming too cluttered and messy, with no signage to guide the clients to the right products.

We now have less multiples of products but more signage so our clients can automatically find the right products for their hair type. My advice would be to take stock of your shelves, consider what you really need to display and make it easy for the client to browse what’s on offer.

Staff training I’ve addressed the issue of staff training in so many of my previous columns. January should be the time you identify

the gaps in your training, where you see the need for training and then organise a training schedule for yourself and the team, whether for upskilling, refreshers or a recap of salon policies. I always say that a salon should always be learning if they want to stay ahead in the market.

Answering the phone This is something that should be reviewed regularly but at least once a year we need to change it up when it comes to how we answer the phone. I always ask the reception staff to come up with suggestions on how we can improve and really make a great first impression when a new client calls. We also record all conversations and use them for staff training as often playing it back makes us think a lot more about how our clients hear us.

Client menu We are always on the hunt for the perfect refreshments to add to our menu of premium complimentary tea, coffee and soft drinks. I always ask for feedback throughout the year and January is a time to look at what is missing and what should be replaced.

Guest towels Our towels are used, washed and dried far more than your average towels at home so need to be reviewed and replaced if they are starting to look faded or shabby. We are a premium salon and the towels we use should reflect this. We use January to clear out the old and replace with new ones. PB

Maria Dowling is creative director at mariadowling salon and has been a colourist for more than 20 years.

For more information call: +971 4 345 4225 Follow mariadowling on Instagram @mariadowlingdubai

professionalbeauty.ae

041 PBGCC DEC19 Maria Dowling.indd 41

17/12/2019 17:44

Untitled-3 1

30/09/2019 09:44

Hair: Tiziana Di Marcelli

Fashion

43

OFF Collection Experiment with light to highlight dark and unusual tones professionalbeauty.ae

043-046 PBGCC DEC19 HJ Fashion.indd 43

17/12/2019 17:46

Y R A N I D O R BE EXT An ordinary barber with the right tools can be extraordinary

WAHL 5 STAR MAGIC CLIP CORDLESS

FADING

Unique stagger-tooth blade blends hair and creates texture while cutting

WAHL 5 STAR SENIOR CORDLESS

CUTTING

WAHL 5 STAR DETAILER

Powerful v9000 motor, Heavy duty cutting and bulk removal Connect with us on social media:

DETAILING

TBlade, powerful rotary motor and small and lightweight

/ wahlgroomingmea I

WAHL 5 STAR SERIES SHAVER

SHAVING

Wahl super close dual foils, the ultimate finishing tool

/ wahl_mea

Office #123, Building #6EA I Dubai Airport Free Zone I Dubai I United Arab Emirates I www.wahlglobal.com I Email: info@wahl-mea.com

Hair: Tom Connell

Fashion

45

Hair: Tiziana Di Marcelli

“The OFF Collection is a new series of work for us. Experimenting with the use of darkon-dark shades, backgrounds and styling, the hair stands out as the focal point for all four images with a clever use of light, texture and styling – ensuring the viewer takes a more in-depth look at the image and its darker and more unusual tones.”

043-046 PBGCC DEC19 HJ Fashion.indd 45

Tom Connell, Trevor Sorbie international artistic director

professionalbeauty.ae

17/12/2019 17:47

Fashion

46

Hair: Ben Bradley & Tom Connell

Hair: Trevor Sorbie Artistic Team Make-up: Victoria Martin Styling: Cynthia Lawrence-John Photography: Boy/Girl

professionalbeauty.ae

043-046 PBGCC DEC19 HJ Fashion.indd 46

17/12/2019 17:47

EXCLUSIVE DISTRIBUTOR IN THE GCC WELLNESS UNITED INC. www.wellnessunited.com +971 4 451 6218 Untitled-38 1

08/04/2019 11:54

VISUEL A4 DUBAI_Ang_HD.pdf

C

M

Y

CM

MY

CY

CMY

K

1

05/04/2019

15:57

PB DPS.indd 3

21/11/2019 14:02

WELLNESS NEXT LEVEL

TAKING TO THE

The Lamp Hotel

La Butte aux Bois Lanaken, Belgium

Norrkรถping, Sweden

SLEEP THERAPY Caesars JW Palace Bluewaters Marriott Miami Dubai, Turnberry Resort & UAE Spa

USA

HYDROTHERAPY Bergamos Retreat

Friendswood, USA

INFRARED THERAPY The Breakers

Palm Beach, USA

TREATMENT TABLES Galgorm Resort & Spa Ballymena, Northern Ireland

QUARTZ THERAPY

PEDI/MANI CHAIRS

www.gharieni.com

Untitled-39 1

21/11/2019 13:36